Greenlight Brand Photoshoot

Greenlight is the family fintech company on a mission to help parents raise financially-smart kids and teens. As Creative Director, I lead our team in evolving the brand to be more modern and relevant for teens.

One major way we elevated the brand was through a new photoshoot. We captured genuine family learning moments, authentic expressions, and celebrated teen independence. We evolved the photo style to be more appealing to teens with a diverse group of talent, thoughtfully-selected locations, and modern sets & wardrobe styling, while ensuring relatability to all families.

Role: Creative Director at Greenlight, working in partnership with Haymaker and photographer Alex Lau.

Whether it's between parents and teens, or teens together, Greenlight is the catalyst that helps young people learn about money. The magic is not just in the product; it's the connections and conversations that are facilitated by Greenlight. Our photos capture these moments and show the product. We delivered three categories of photos to tell the story of Greenlight: Independent teens, Conversations at home, and Focus on the product.

Building trust & awareness
This photoshoot refreshed our image library, allowing us to tell a broader range of stories as we launched new products to new audiences. Showing authentic teens in real environments also builds trust in the brand. We activated these photos on our website as well as in organic & paid social, blog, digital display ads, and CRM.

Team
Photographer: Alex Lau
Creative & Art Direction: Haymaker Agency, Helen Dear, Josh LaFayette, Julianna Cvetetic

Helen Dear

Contact
hddear@gmail.com

Social
LinkedIn, Instagram, Working Not Working

Made with ❤️
in Atlanta